When it comes to the world of winning business, I have a few tricks up my sleeve which I’m more than happy to share with today.
Having attracted well over 1,000 pre/postnatal women into my fitness and Pilates classes, you could say I know a thing or two about what my target market want, what they’re willing to pay for and why they keep coming back for more.
As exercise instructors, we’re incredibly good at the ‘performance’ part of our job in front of our audience, but when it boils down to getting clients to sign on the dotted line it’s really, really tough, isn’t it?
The world’s full of ‘tire-kickers’ – people who surf the internet looking for the best deals, but I guess at the end of the day, are these the types of clients you want to attract into your classes? Have a good long think about that for a moment, please.
There’s a little strategy I’d like you to apply the next time you approach your business and it’s called the Blue Ocean Strategy.
What is the Blue Ocean Strategy, I hear you ask?
Ok, well in one sentence, what it refers to is:
Analysing your competitors’ gaps and jumping in and filling them
Ok, well if you only ever offer the same things as your competitors do, what makes you think clients will buy from you?
You have to make your product or service more attractive. This doesn’t mean you have to go the (really long) extra mile here, but it will require you to dig deep, step into the shoes of your clientele, get creative and get out of your comfort zone.
By comparison – think of a Red Ocean.
This is where everyone’s doing the same thing, everyone’s fighting for room and there’s piranhas and lots of blood and guts flying about everywhere.
That is not a nice place. It’s not warm, loving and nurturing.
Whereas, the Blue Ocean, is peaceful, there’s room to move and swim about without any judgement, name-calling or competition.
To get you started, grab a piece of paper and a pen and start writing some notes down about what it is your competitors offer and where you can fill those gaps.
Here are some starting points:
- Customer service
- Added value
- After sales service
Some of these things listed above won’t apply and won’t appeal to you, but that’s what sets you apart, isn’t it?
The Blue Ocean strategy is a little like a SWOT Analysis (Strengths, Weaknesses, Opportunities and Threats), but what you’re doing here is analysing gaps and filling them, rather than just listing your SWOTs and making no changes.
You’ve got to break trend here to stand out and make others buy from you. It’s as simple as that.
Dropping your prices won’t set you apart – it’ll just make you appear to be the ‘cheap and nasty’ version of who you are, unless of course you want to attract the ‘only in it for the low price’ type of clientele.
Let me know how you get on.
I discuss the Blue Ocean Strategy in greater detail at my Bridging the Gap Workshops and am happy to give you some guidance on this very issue, should you need more clarification.
Pop a comment below.
Oh, be sure to join my Facebook Group for instructors.
It’s a lovely open, fun-loving community of FitPros who are not out to fight and squabble, but are in it for friendship and support.
And remember: Blue Ocean it!